Outdoor apparel and equipment specialist Macpac have debuted five new concept stores in Australia, marking their transition to a more engaging retail model. The new stores have been dubbed ‘Adventure Hubs’ and combine their classic outdoor offerings with selections from other established brands such as Yeti, Merrell and Patagonia.
Alongside these new brand offerings is a selection of interactive experience for customers to further engage them with the retailer, including expert pack fitting, libraries for travel inspiration and extensive mapping. All of these additions help to build a unique and immersive retail experience for their shoppers.
The Kiwi brand’s chief executive officer Alex Brandon released a statement celebrating their expansion. “We set out to create Australia’s premium destination for outdoor product and adventure advice, and I think we’ve achieved that aim in these first nine stores,” he shared. “We certainly see that this is a market that has a strong opportunity in terms of digital, and so we’d anticipate a high component of the business coming from a digital channel.”
The new concept stores have been rolled out in New South Wales, South Australia, Queensland and Australian Capital Territory.